The health insurance provider says its challenger status means it can take a “nimble and innovative” approach into its sponsorship of the Netball World Cup, but it must ensure it remains reactive and responsive.
Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
If brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
It’s arguably one of the most prestigious sports tournaments in the world but Wimbledon says a brand refresh and new tone of voice will prove to fans it’s not the “ivory tower” people may think it is.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
Manchester City already sees women’s football as a “strategic investment” ripe for innovation, but a new report reveals a major barrier lies not only in speaking to, but also reaching, a new wave of fans.
Welcome to Marketing Week’s 2019 FIFA Women’s World Cup blog, a chance to catch up on all the latest brand, marketing and sponsorship news around the tournament.
Women’s football is quickly gaining momentum with the 2019 FIFA Women’s World Cup tipped to lure one billion viewers offering advertisers a momentous opportunity to tap into a “culturally relevant” conversation in a growing commercial market.
The marketing team has worked closely with the players, including captain Eoin Morgan, to create a campaign that aims to highlight the diverse nature of the team and build excitement among young cricket fans ahead of the first World Cup in England for 20 years.
Adidas is changing the way it works internally and with agencies so it can focus on creating better media and marketing strategies and look after the long-term health of the brand.
As Watford prepares for the FA Cup final against Manchester City, the club’s marketing boss has another battle on his hands, extending Watford’s reach internationally without getting preoccupied by “chasing the big”.
The pace of change, obsession with brand and sheer scale of the CMO role persuaded Dominic Grounsell to give up general management in financial services for a return to marketing at Ladbrokes Coral.
The global sportswear giant is on a mission to hit €4bn sales online, using cloud technology to revolutionise how it serves customers.